Marketing and Comms
The North Face Targets Inclusivity with New Social Impact Campaign

Walls have conventionally been viewed as objects that divide, an idea that has intensified in this new era. But to The North Face, walls are places where people in the climbing community come together to test themselves, build trust and strengthen their bonds. They aren’t meant to divide us, but rather to unite us. To spark conversation about building trust and community around — and beyond — the sport of climbing, The North Face has launched a new social impact brand campaign, Walls Are Meant for Climbing, that asks people to rethink the way we look at walls.

To celebrate the campaign’s launch and highlight the connections formed through climbing, the outdoor retailer has pledged $1 million to The Trust for Public Land to support public climbing walls in more communities, with a focus on underserved areas and making the sport more accessible to all.

The campaign includes a dedicated web page, in addition to a line products featuring its signature “Walls are meant for climbing” message and live events.

“At The Trust for Public Land, our mission is to create parks and protect land for people,” said Will Rogers, President of Trust for Public Land. “Every park we create is an open invitation for all to enjoy and we’re proud to say we’ve connected communities to the outdoors — and to each other — since 1972. We’re happy to partner with The North Face to make climbing more accessible to more people in neighborhoods nationwide.”

The North Face is also partnering with gyms and facilities worldwide to make August 19 a global day of climbing, with free climbing opportunities in cities in the US, Europe, Canada, Mexico and China. For every person who walks through the door of one of these participating gyms, The North Face will make a $5 donation (up to $50,000) to Paradox Sports, an organization committed to making climbing accessible to people with physical disabilities. Additional climbing activities with athletes will take place in New York, Shanghai and London.

“The North Face has been a passionate partner to the world’s climbing community for more than 50 years,” said Tom Herbst, Global VP of Marketing at The North Face. “We see walls as a place to unite our communities through the sport of climbing — a sport that requires trust and partnership. Our climbing community is truly global and we believe that communities are stronger when inclusive. Our intent is to inspire others to think more hopefully about the type of community we all want to work and play in.”